Perceptions that consumers have for the different marketing messages Essay

Perceptions that consumers have for the different marketing messages - Essay Example This research will begin with the statement that the selective exposure process focuses on individuals to agree with those medium of communication that is in alignment with their views and opinions. Consumers in this selective process only go out for things that are of interest to them and oppose those things that they are against about. An example can be the fluctuations of the share prices. A drop in the share prices would affect the consumers and they may apply the selective exposure process. The selective retention process observes that consumers tend to retain those marketing messages that are of interest to them and also are favoring their opinions as well. The marketing messages that are against the opinion of the consumers do not tend to retain for long in the minds of consumers. The products advertised to consumers such as mobile phones for youngsters may be a highly attractive product and they may observe keenly the advertising done for mobile phones. The selective percepti on theory states that consumers interpret facts that they are interested in. In other words, consumers comprehend the situation the way they want to see it as. They hear what they believe in rather than what the message is actually trying to state. Therefore, in this case for different consumers, the same message may have different worth and meaning to them. For example, consumers that like to watch a lot of television may only see the advantageous side of watching television and may ignore the disadvantages that watching too much television has on humans.